Before putting its US charge plans into effect, Lenovo seems very keen to capture a massive piece of the Chinese smartphone pie with the help of all-round powerhouses like the K900, but also more modest devices targeted to certain niches, such as the newly unveiled S820.

On the inside, there’s nothing really spectacular about this S820, as it packs a familiar 1.2 GHz quad-core MT6589 processor, plus 1 GB of RAM and a not so grand 2,000 mAh battery.

On the outside however, the handheld is simply mesmerizing. For some, because I’m certain others will find it tacky or feminine. But that’s what I meant when I said the S820 is a niche handheld – it appears to be mostly targeted at gals and ladies.

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True, it doesn’t pack a state-of-the-art front-facing camera, but instead a run of the mill 2 MP unit, so it’s not as feminine as, say, Oppo’s Ulike 2. The curves however, bright red paint job and velvet finish make the Lenovo S820 go much better with a cute purse than your everyday dark blue jeans and whatever color men t-shirts are in style nowadays.

With design out of the way, I have to confess this new Lenovo phone has a very balanced list of features, with highs like a 13 MP rear-facing snapper, dual-SIM support and Android 4.2 Jelly Bean and the only low I can identify being 4 GB of on-board storage.

But fret not, as there’s a microSD card slot for expanding the memory, while the display is comfortably sized (4.7 inches) and likely fairly crisp, since it boasts a 1,280 x 720 pixels resolution.

Bottom line, if you’re a strong and confident woman that fancies red gadgets or a guy in touch with his feminine side, coughing up ¥1,999 ($325) for the Lenovo S820 shouldn’t be a problem. The phone is already up for pre-order, with shipping set to start on June 2. Who’s buying one? Ladies, gents…?